Swiss Army Brands sharpens its marketing with first tour

Fitzgerald, Kate
January 2000
Advertising Age;1/10/2000, Vol. 71 Issue 2, p18
Trade Publication
The article focuses on the marketing tour of Swiss Army Brands and Victorinox. The aim of the effort from agency Mullen is to build brand awareness among active consumers. The tour showcased Victorinox knives, lifestyle tools and travel gear, as well as Swiss Army watches and sunglasses. The Swiss Army tour crossed U.S. from April through December 1999. Local radio and outdoor advertising heralded the tour's arrival in urban centers. Prizes and giveaways were included at tour sites. Plans call for another tour in Spring 2000.


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